零售通路是所有品牌面對消費者的第一線，不論是品牌直營店鋪、量販賣場、各式食衣住行的零售通路皆與生活息息相關。在競爭激烈的產品銷售，如何在同類同質或相似互補的各式產品中，從消費者眼中脫穎而出，成為消費者大量購買的贏家，是所有零售通路需要研究考量並以各式行銷活動吸引顧客的重要目標。

需求層級理論自Maslow發表以來，經研究已應用到各種領域討論，如員工的忠誠度、人生的價值…等，較少研究結合消費者本身前往通路購買行為的心理需求作轉譯研究，即討論顧客為何來通路購買，其購買的心理層面的需求為何？

本研究採用個案研究法，以Maslow需求層級理論的五個層級轉譯顧客的購買心理需求，研究個案公司如何針對各式不同購買心理需求的消費者提供不同的服務、銷售以滿足該層級的需求。並以顧客金字塔分析、比較研究該個案公司如何刺激已滿足該層級需求的顧客往更高的心理需求層級提升。結論討論個案公司在消費者購買的心理需求所扮演的角色和提升需求層級、維持需求層級的重點。本研究期望在了解顧客心理需求後，可以做為台灣通路廠商顧客經營的參考並帶來實質的協助。

Retail channel management is the frontline to all different types of brands or products. In the competitive market, it is crucial for retailers to organize and consider various types of marketing events to attract customers in order to stand out from other competitors.

Since the publication of Hierarchy of Needs theory, some other studies has been widely applied this theory but fewer studies has combined this theory with consumer buying behavior itself in order to find out what is the purchase intention and purchase psychological requirements of customers. to investigate the path of psychological needs by customers

This study adopts a case study method, using the Hierarchy of Needs theory to investigate how different kind of services fulfill different kinds of psychological needs of consumers purchasing in order to satisfy the level of demand. This study expects to understand the psychological needs of customers, therefore can bring real assistance and reference to the Taiwanese retailers. Besides, using analysis of customer pyramid and comparative study can help to stimulate the needs of customers to a higher level of psychological needs level. Lastly, this study discusses the way to enhance the psychological needs and the level of demand of consumers to purchase.

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